A Case Study On

RAJU OMLET-Expanding In United

Arab Emirates

P R E S E NT ED B Y
ANNANT GARG

ANURAG S

CHETAN J OSH I

RAM ESH G
 INTRODUCTION

~ OWNER- Rajiv Meherish and Nakul

~ Launched on June 2013 at Al Karama with sitting arrangement for

18 people at a time.

~ AED 2.04 million turnover for year 2014

~ USP- specialized egg preparation

~ Got his idea from India- RAJU OMLET CENTRE

(CHEF: RajeshBhogilal Rana (Raju Bhai)

 THE GENESIS

~ Raju omelet was retained with consent of Raju Bhai

~ Interior was decorated in away to invoke a feeling of déjà vu in

anyone who had eaten at a roadside stall in India.

~ Posters with informative content about egg.

~ Wonderful fusion for expatriate Indians.

 About the Local Market

~ Dubai, called the “Melting Pot of Cultures”

~ Home to people of over 200 nationalities
~ Presence of almost all the world class companies
~ Of the total population of UAE, more than 80 per cent were
expatriates
~ Over 50 per cent were South Asians.
 SUCCESS MANTRA

~ “Eggs laid yesterday made today.”

~ Philanthropic inclination towards business.

 What went right?

Cash Box Event

~ Rajiv had a religious belief, such as inaugurating the cash box on an

auspicious day.

~ However, customers started to come into the new restaurant before

inauguration.

~ Every customer was served but could not be charged

~ Customers found this idea fascinating, word soon spread and the traffic
to the restaurant increased
 Marketing Strategy

~ Rajiv selected radio as the medium of advertising

~ clarity of the potential customer base

~Ads used indirect messaging to establish persuasive appeal (content did not talk about the
restaurant but rather the health benefits of eating eggs)

~ Frequency of the radio spots was considered “prime time” — weekday mornings from 7 a.m. to
10 a.m., as well as from 4 p.m. to 7 p.m., when office workers were in transit.

~ The Sunny Side App

 SWOT ANAYSIS

STRENGTH WEAKNESS

~ First mover advantage ~ A very specific brand image and name

~ Located at Al Karama ~ No option for delivery
~ Unique concept which specialises in one
area of food service ~ Limited customer base
~ Established business with a loyal customer ~ Specialisation in one area of food
base
service
~ Passionate and well trained employees
~ No strategy for growth
~ The business is profitable
 SWOT ANALYSIS

OPPORTUNITIES THREATS

~ Franchising can be an opportunity. ~ High dependability on single narrow

~ Absence of direct competitors. segment.

~ Potential to target diversified

customers because of large number of
expatriates.
 PROBLEMS…

1. Would this product-range diversification lead to the dilution of the

Raju Omlet brand proposition?

2. How could he retain his value proposition and still diversify?

3. What should the next steps be for Raju Omlet ?